South Korea-based beer FiLGood is hoping to attract the younger generation of Happoshu drinkers in the country with a new campaign.
Happoshu is low-malt beer and while popular in Japan, is a relatively new category in South Korea. To raise awareness of the beverage, the Oriental Brewery-owned brand created a campaign called “Don’t Worry, FiLGood’, which tells the story of a young man getting a wrong haircut with the help of BBH China.
The campaign film shows how despite showing his hairstylist the haircut he desires; the young man still gets the wrong haircut from his overconfident hairstylist. A can of FiLGood then comes to the man's rescue and magically giving him a better-looking haircut.
According to the brand, the Korean term ‘Gap Boon Good (갑분굿)’, which means ‘suddenly the atmosphere feels good’, is a wordplay on a Korean neologism, created especially for this campaign.
“FiLGood is one of the first labeled Happoshu launched in the South Korean market and we wanted to make a splash with a cool and edgy campaign that resonates with our target audience, which is all about having a good time,” said Dana Park, the associate director of innovation and insight for OB Brewery.